MARKETING HOW-TO CONTINUED ...
• Goals • Solutions for challenges • Desired outcome as it relates to your product or service • Common sayings (for example, “No one can do it as good as I can.”) • Common objections Keep in mind that it is likely you’ll have multiple buyer personas that will fit well with your product or service. Typically you’ll find that people name their buyer personas — think “Marketing Mary” or “Owner Oli” — both to have fun and to more easily identify which persona is being referred to in discussions around each of their demographics and psychographics.
Armed with both demographic and psychographic info on who your ideal customer is, you can start to shape your marketing message to attract your ideal buyer persona and discourage people who aren’t a good fit. We’ve found that as we have continued to hone our buyer persona, we have both happier customers and happier team members; we also have lower customer attrition and a more detailed marketing message that tends to better attract our ideal prospects.
Conduct research using online or offline surveys to determine similarities between your best buyers. You’ll need to get at least five people to agree to chat with you for each buyer persona you’re trying to develop. You’ll also want to interview some customers who you feel may not have been a fit, so you can identify the similarities in your non-ideal customers as well. One good way to gather data is to check with your sales team and other employees to find out who they feel are the best customers. Make sure you don’t simply look at the easiest customers to sell to (which may be the ones your salespeople prefer). Also look at customer retention, the number of referrals generated by the group, how easy they are to work with after the sale, etc. Once you’ve conducted your research, you can start to paint a picture of your customers' problems or what they're trying to achieve. Some of the things customers want are:
RESOURCE OF THE MONTH KNOW EXACTLY HOW YOUR CUSTOMER IS LOOKING FOR YOU
Answer the Public: Your Very Own Mind Reader
your business, so you can see how your customers are looking for information about you. You can then use these searches to gain insight, validation, and creativity when it comes to marketing and content strategies.
Every business owner can admit that at some point, they’ve wished they could just read their customers’ minds. Work would be so much easier and much more fruitful if you could know exactly what customers are looking for. But
because mind reading is still a dreamy advent of science fiction, Answer the Public has taken it upon themselves to provide the next best thing.
Answer the Public gives you a way to meet your customers exactly where they are and create relevant content that strikes a chord with them. You can get updates on when people talk about your keyword in new
Search engines like Google receive more than 3 billion individual searches a day, and 20% of those are brand-new inquiries that have never been made before. When someone types “How to ...” or “Why does …” into their search engine, there’s no telling what might come next because it changes so quickly. But Answer the Public is a tool for reading those thoughts by tapping into search engine keywords. These gold mines get at the heart of not only what your customers are looking for but also how they’re looking for it.
ways and discover hidden niches that boost your search. You can eliminate guesswork about which keywords are working and which aren’t via instant search insights directly from customers, not generated by a machine making predictions.
Former Google data scientist Seth Stephens- Davidowitz poses that “Google searches are the most important dataset ever collected on the human psyche.” That little search bar is a powerful tool, and in many ways, it’s a direct line into how customers think when they shop. Answer the Public may not be reading minds just yet, but it's providing businesses with valuable insights about their customers’ thinking like never before.
The tool compiles autocomplete data from search engines to quickly reveal every useful phrase or question that people are asking in relation to your keywords. Questions that start with “why,” “how,” “are,” and “which” are all presented in tandem with keywords you use for
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